Top 5 beauty trends to look out for in 2020

Top 5 beauty trends to look out for in 2020

We’ve rounded up the latest beauty trends set to shape the market in 2020 and beyond.

  1. Natural cosmetics

The global natural cosmetics market size is expected to reach a value of USD 48.04 billion by 2025, increasing by 5.01% from 2019 to 2025, according to a recent report published by Grand View Research. Consumers want to understand the ingredients inside in their beauty products, sparking a global demand for formulations that meet ‘organic’, ‘natural’ or ‘clean beauty’ standards.

As well as being a hot marketing topic, all-natural products are seen as healthier and safer consumer choices. From a personal care industry perspective, it’s about ensuring that natural products live up to their ethics while still creating formulations that work, which may require a combination of both natural and synthetic ingredients.

2. The changing face of premium

To add to our previous point, consumers are seeking better lifestyle choices making way for ethical claims over luxury. While luxury beauty has its place, brands in this space should be looking at aligning their ingredients and values to better fit this growing demographic segment.

With rising consumer income levels, premium brands can seek out the very best ingredient research and development to meet the high standards associated with this market.

3. Marketing towards men

By 2024, the global male grooming market is estimated to be worth about 81.2 billion U.S. dollars. Cosmetics companies are working at speed to ensure the most effective men’s skincare products are ready for market.

The product marketers among you should look to target male customers with campaign issues that resonate. Some key demographic pain-points to takeaway include stress relief, wellbeing and self-care.

4. International influences

Thanks to globalisation, consumers are able to see the international beauty crazes trending worldwide.

From the K-Beauty skincare pioneers to beauty hotspots in Scandinavia, your future customers have a world of choice to inspire their personal care regimes and purchases, so you need to be able to keep up with trends happening around the world.

5. Experiential beauty

Beauty subscription services like Birchbox and Ipsy remain popular as a way for people to sample lots of new products at once.  However, there are a number of ongoing issues surrounding profitability as the subscription box model allows customers to try before they buy. When it comes to buying, this was often through turning to other retailers for the full-size versions of products.

Instead, many subscription services have turned to experiential pop-ups to enhance brand engagement and heighten consumer experiences. Glossier is a big fan of the pop-up, offering a different themed space in each location. From London to Los Angeles, the move led a movement that encouraged shoppers to try and buy in real-time.

Want more trends? Explore ingredient trends in the personal care and cosmetics industry.

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